AT&T, Dallas Cowboys

In partnership with AT&T and the Dallas Cowboys, Obscura has reimagined the stadium experience, empowering fans with a groundbreaking new platform that enables them to amplify their collective spirit to unprecedented levels.

When the Cowboys took their field for the 2014 season, fans noticed something different about AT&T Stadium: The AT&T LiveFX Board. This 130-foot, high-resolution LED display is 3,840 pixels wide, with 40 robotic louvers that rotate 360 degrees and are equipped with high-powered strobe lights.

This experience unlocks a new dimension of collective fan participation. Fans are no longer passive spectators but members of the extended team, receiving cues that mobilize them to unite.

Obscura also designed and installed four doublesided, 84-inch interactive Immersive Columns on the stadium’s east concourse. Each column features large-scale, interactive multi-touch displays on either side. With a few swipes of the hand, fans can learn about their team and interact with media curated into four themes: Cowboys Players, Cowboys Cheerleaders, Stadium Architecture, and Stadium Art.

Thanks to AT&T’s network strength, the AT&T LiveFX Board is the first stadium LED display built to respond directly to the fans. The platform introduces an experience that truly mobilizes fans.